Exploring COVID-19's Influence on Tourism and Hospitality Industry

This research proposal examines the significant impact of COVID-19 on the global tourism and hospitality industries. It investigates the pandemic's influence on global economies, particularly focusing on the decline in productivity and profitability within these sectors. The proposal outlines key challenges, such as travel restrictions and reduced demand, and explores strategies adopted by businesses to mitigate losses and adapt to the changing landscape. The research aims to identify the specific effects of the pandemic, analyze the challenges faced, and evaluate the effectiveness of implemented solutions, offering insights into the industry's recovery and future resilience. The methodology will involve secondary research, drawing on existing literature and reports to understand the scope of the impact and the measures being taken to address it.

Business and
Management research
proposal

Table of Contents
Title: “To explore the influence of COVID-19 on Tourism and Hospitality industry at Global
level”................................................................................................................................................3
A) INTRODUCTION......................................................................................................................3
Rationale and importance of the research..............................................................................3
B) Theoretical background and research focus................................................................................4
Theme 1: Implication of COVID -19 over the global economies........................................4
Theme 2: Impact of COVID-19 over productivity and profitability of Hospitality and
Tourism industry....................................................................................................................4
Theme 3: Challenges faced by Hospitality and Tourism industry due to current pandemic.4
Theme 4: Solutions adopted by Hospitality and Tourism industry for dealing with issues of
COVID-19..............................................................................................................................5
Research aim:........................................................................................................................6
Research Objectives...............................................................................................................6
Research Questions................................................................................................................6
C) Justification and contextualization..............................................................................................7
Why is your research important?............................................................................................7
Why is it important to find what you are trying to find?........................................................7
How will it build on the existing body of evidence?..............................................................7
Is it timely? Does it respond to an existing need? What makes it so?....................................8
D) Methodology...............................................................................................................................8
REFERENCES..............................................................................................................................11

Title: “To explore the influence of COVID-19 on Tourism and Hospitality industry at
Global level”.
A) INTRODUCTION
Tourism and hospitality industry is one of the industry that is most hit by the COVID-19.
Travel agents, hotels, providers of leisure activities, restaurants and other associated service
companies discontinue their operations. Most of the people are staying home & avoid travelling
by their choices and government restrictions as well. The current pandemic affect adversely on
the hospitality and tourism industry as it decline the overall performance and profitability (Yeh,
2020). The health of employees and guest is top priority of industry and is also required to
reorganise for gaining the opportunity. The hospitality and tourism industry are more focused
towards providing sustainable level of quality to their guest so that bookings is increases that
further assist in maintaining performance in an effective manner. The industry is making use of
various strategies in order to recover their losses and to get on track which is important for
retaining at marketplace. These are offering healthy foods, promoting safety, adopting quality
level of sustainability and so on.
Rationale and importance of the research
The main reason behind conducting this dissertation is to identify the impact of COVID-19
on hospitality and Tourism industry. It is one of the major issue which has negative influence on
business performance and productivity in a negative manner. This topic of dissertation is
significant for hospitality and tourism industry in order to develop new strategies and come on
track at marketplace. Apart from this, present investigation is also significant at personal level as
it enhance time management, data analysis, data collection, research skills, communication skills
of researcher. All these skills will be advantageous for investigator in conducting dissertation in
an effective and systematic manner. Moreover, it will also assist researcher in conducting more
studies in future properly.
B) Theoretical background and research focus
Theme 1: Implication of COVID -19 over the global economies
As per the view point of Madhuri Saripalle, (2020), it is stated that world economy is
facing major crises due to this pandemic COVID-19. In addition to this, economies all over the
globe are seeing a sharp contraction within growth caused due to economic lock down that tool

place in order to control spread of virus. All this affect on the business in a negative manner and
also many of the companies has shut down that has major loss for the economy (Prayag, 2020). It
is determined that Tourism industry is affected adversely due to coronavirus as travel sector is
directly impacted by China's decision to quarantine dozen of cities and also ban overseas tour
groups (Impact of COVID-19 on hospitality industry, 2020). Many of the Airlines trimming their
schedules and cancelled all flights to China. This affect on the overall economy and is not easy to
recover quickly. Moreover, the government is bringing effective plans in order to decline the
negative affect and to settle down things in a proper manner.
Theme 2: Impact of COVID-19 over productivity and profitability of Hospitality and Tourism
industry
As per the view point of Dogan Gursoy, (2020), it is stated that pandemic has confronted
the hospitality sector with an unprecedented challenge. The strategies used by government in
order to flatten this pandemic were social distancing, community lock downs, mobility and travel
restrictions that have resulted in temporary closing of hospitality businesses and also decline the
demand for businesses (Seraphin and Dosquet, 2020). In addition to this, many of the countries
prohibited visitors to travel which impact on the tourism sector and many of the tourism business
has shut down. It shows that COVID-19 has affected negatively on the overall performance of
hospitality and tourism industry which is not easy to recover rapidly. Moreover, many of the
organisation shut down and many of is not able to sustain which arise a high loss to the industry
and impact adversely as well.
Theme 3: Challenges faced by Hospitality and Tourism industry due to current pandemic
As per the view point of Greg Harbor, (2020), COVID-19 has affected travel sector due to
resulting travel restrictions and slump within demanding among travellers. In addition to this,
tourism sector has been adversely affected by the spread of coronavirus as many of the new
countries have introduced restrictions on travel in order to reduce the spread. It is determined that
in many of the cities planned travel down by around 80% which shows that industry has
adversely or massively impacted by COVID-19 (How the coronavirus impacted on Travel
industry, 2020). Unilateral and conflicting travel restrictions arise regionally as well as many
tourist attractions globally such as amusement park, sports venue and museums closed. It as a
result that many regions and countries imposed quarantines, restrictions for citizens or recent
travellers, entry ban on the most affected areas. It is analyzed that decline willingness to travel,

restrictions have negative economic influence on travel industry. The highly infectious
coronavirus continues affecting the sector and arise serious question about the survival of
Tourism sector.
According to Vik Krishnan, (2020) COVID-19 has affected every industry across the globe
and one of the major industry that hit by this pandemic is hotel industry. It is analysed that
recovery of pre COVID-19 take years and is not easy as well. The restrictions and ban of hotels
decline the overall growth of hospitality industry and many of the hotels shut down permanently
as they are not able to carry out activities in this situation. In addition to this, many of the hotels
layoff its employees on some is cut down salary of staff members as they are not able to pay
them and fulfill their requirements. This pandemic impact adversely on the hospitality industry
which is not easy to recover till 2024. The hotel managers are going to struggle to manage price
wars, pressure to reduce rates, occupancy drops and so on. It is vital for hotels to act wisely and
focusing on retaining at marketplace in this situation (Lu and et. al., 2021).
Theme 4: Solutions adopted by Hospitality and Tourism industry for dealing with issues of
COVID-19
As per the view point of Lena g. Combs, (2020) The impact of COVID-19 is being felt
throughout the entire tourism industry an is rebuilding and reopening destination will need a joint
up approach. It is analysed that tourism workers and businesses are benefiting from economy
wide stimulus packages as government is also introducing specific measures to this sector. One
of the major strategy used by traveling industry is to restore traveler confidence and stimulating
demand with clean and safe labels for the sector. In addition to this, travelers get information
apps for visitors as well as domestic tourism promotion campaigns. Moreover, most of the
companies bringing innovation in offering services and ensure its customers about the safety
precautions followed by them.
On the other hand, hospitality industry focusing on giving response to this major health issues as
hotel operators is planning with their teams for the possibility of two scenarios that is if hotel get
infected with virus and potential loss of income from diminish travel as a result of virus spread
(Yeh, S.S., 2020). The organization’s make use of applications which directly track about
customers and provide them information if they are infected from the virus. In addition to this, it
provide information to its customers about population stay within the hotel and from which areas
as it make customers to trust on hotel services and continue to reserve it. Moreover, hotels make

use of digital technology and decline face to face interaction in order to minimize the risk of
spread of virus. Furthermore, many of the hospitality organisations ensure its customers about
their safety and follow all the precaution as well as guidelines of government. All these strategies
will assist hospitality and tourism industry to deal with such issues and rapidly maintaining its
performance at marketplace.
Research aim:
“To identify the impact of COVID-19 on productivity and profitability of Tourism and
Hospitality industry”.
Research Objectives
 To explore the implication of COVID -19 over the global economies.
 To determine the impact of COVID-19 over productivity and profitability of Hospitality
and Tourism industry.
 To analyse the challenges faced by Hospitality and Tourism industry due to current
pandemic.
 To examine the solutions adopted by Hospitality and Tourism industry for dealing with
issues of COVID-19.
Research Questions
 What are the implication of COVID-19 over the global economies?
 What is the impact of COVID-19 over productivity and profitability of Hospitality and
Tourism industry?
 What are challenges faced by Hospitality and Tourism industry due to current pandemic?
 What are the solutions adopted by Hospitality and Tourism industry for dealing with
issues of COVID-19?
C) Justification and contextualization
Why is your research important?
This investigation is significant as it puts focus on the impact of COVID-19 on
productivity and profitability of Tourism and Hospitality industry. In addition to this, it assist in
understanding the challenges faced by hospitality and tourism industry due to this Pandemic and
the strategies hotels and tourist companies adopt in order to deal with this situation and to reach
on the normal position (Yeh, 2020). This investigation is also significant as it shows that how

hospitality and tourism industry brings innovation and focus on health and safety of its
customers. Moreover, the implications of COVID-19 on the global economy is also undertaken
in this study.
Why is it important to find what you are trying to find?
It is important for investigator to identify the impact of COVID-19 on hospitality and
tourism industry at global level as it help in increasing knowledge about issues faced by
respective industry due to Covid-19. This pandemic make hospitality industry operations and
activities down and many of the organization is permanently closed as they are not able to
perform and sustain at marketplace. COVID-19 affect tourism industry adversely which is not
easy to recover and is also facing many losses (Kim, 2020). Gaining of information about impact
of Covid-19 on hospitality industry and tourism industry will help in improving knowledge about
strategies used by such industries in order to cope up with this issues in an effective manner.
How will it build on the existing body of evidence?
For conducting investigation, researcher has used secondary methods. It is an approach that
is adopted for systematic investigation and herein, investigator mainly depend on the information
which already exists in the environment. In addition to this, the research information is sourced
from journals, Internet, reports, textbooks from different organization. The information is also
available online, Internet sources and many more. It is stated that investigator first studies and
analyze information and then apply its knowledge within the particular research. Thus, secondary
research depends on the information which have given by the primary research. Moreover it help
investigator in conducting systematic research and also aid researcher to use their knowledge to
give direction to the investigation.
Is it timely? Does it respond to an existing need? What makes it so?
Yes, time is one of the important factor for investigator in order to complete dissertation. In
addition to this, it is significant for researcher to conduct all the activities timely and effectively
because every research is conducted to satisfy requirement of situation and is fulfilled when
investigation has been conducted within stipulated time period (Bas and Sivaprasad, 2020).
Thus, for researcher it is vital to work as per the time given. For this, Gantt chart which is an
effective time management tool will be used by researchers in order to manage activity. It is a
bar chart that is mainly used to plan projects of various sizes and shows activity or work

associated with time period. This chart also involve starting time and the ending time of activity.
Moreover it clearly shows the activities of project, starting date of project, duration to complete
task, people working on task, completion date of project and many more. Therefore, time is one
of the essential factor in order to attain objectives in an effective and timely manner.
D) Methodology
Research Paradigm- It is defined as an approach or model to research which is undertaken
the substantial number of investigators in the field based on practised and verified for longer
time. There are mainly two forms of research paradigm that is interpretivist and positivist. In
context to Positivist, it is the finding of one study to another of same nature regardless of
environment & it is quantitative method (Rutynskyi and Kushniruk, 2020). On the other hand,
interpretivist is not mainly a findings of one study to another and is a qualitative method. For
conducting the study, positivist research paradigm will be adopted by investigator as it support in
gathering as well as evaluating information in quantitative manner that take less cost and time.
Methodological approach: It is considered as an approach which is followed by
investigator in order to collect as well as evaluate data on the particular topic. There are mainly
two types of approaches in collection and data analysis that is deductive and inductive. It is
stated that both approaches are effective but as per the research topic, investigator uses deductive
approach as it is quantitative in nature and also assist in evaluating information which is in
numerical form. In addition to this, it help researcher in acquiring more reliable and relevant
information in less time and effective manner. On the other hand, inductive approach is not
appropriate as it collect information in qualitative manner which take high cost and time
(Nazneen, Hong and Ud Din, 2020) Therefore, deductive method is valuable and useful in this
dissertation for attainment of objectives in timely and effective manner.
Methods: It is one of the important part of research methodology and is of two types that is
qualitative and quantitative method. Both these methods are used for identification, collection,
selection and analysis of data on specific topic. For conducting the present dissertation,
investigator uses quantitative method as it assist in gathering information which is not in
numerical form and is also help in attaining valid results in less time period. On the other hand,
qualitative method Involve more time as well as resources and is also not effective in this
investigation as it collected from interviews. Thus, qualitative method is appropriate for
conducting dissertation.

Techniques: There are various forms of techniques available to investigator in order to
conduct research. Some of the techniques are interviews, questionnaires, focus group and many
more. For the present research, questionnaire is taken into consideration as it assists in reaching
large number of population within less time period. In addition to this, it also help researcher to
gain in-depth in formation about the topic and collect data in quantitative and effective manner.
Sampling: It is defined as the procedure of selecting sample size from the overall population
in order to conduct the investigation. Probability and non- probability sampling are the two
significant techniques used at time of selection of sample (Prayag, G., 2020). It is stated that both
techniques are important but for conducting the investigation probability sampling is applied by
researcher as it enable them to select large sample size within less time period. Moreover, using
probability sampling 30 staff members of hotel in UK is chosen. The main reason of selecting
employees is they have knowledge about organization. Nonprobability sampling technique is not
appropriate as it does not support researcher in selecting large number of sample size.
Data analysis: It is the process by which investigator analyzed collected information
through qualitative and quantitative method. For conducting the study, data is collected by
questionnaire that is involved in quantitative research. In order to analyze quantitative
information, frequency distribution analysis is used as it is effective as well as valuable
technique. Moreover, it is an analytical technique help in data analysis which is in quantitative
form and also consume less time of researcher.
Access and ethics: For conducting the investigation, researcher should have access within
the organazation and is required to follow parameters of ethics. In order to assess primary
information, investigator has to take permission from the organization so that they can get
response from the employees (Seraphin and Dosquet, 2020). On the other hand, for secondary
information researcher gather from journals, Internet, books, publications and many more.
Ethics are basically the principles which have to be followed by investigator in order to conduct
research in a systematic and proper manner. Some of the principle of ethics are justice, veracity,
integrity, autonomy, confidentiality and so on. All these principles are used by researcher in
completing every activity of dissertation within ethical and proper manner.
Advantages and limitations:
For conducting this dissertation, research strategy which is used by investigator is survey
and in this questionnaire technique is adopted that involve advantages such as it assist in

conducting research as well as gathering information in quantitative form. In addition to this, it
consume less time of researcher and also assist in reaching large number of participants. On the
other hand, researcher face many limitations at the time of conducting results such as
coordination with other factors, lack of resources and many more (Sobaih and et. al., 2021). The
questionnaire technique is also associated with some limitations that are, it involves various
questions and some time this questions become complex to understand as well as analyze that
makes participants confused. In addition to this, it lack of personalization and personal
information as well. Another limitation is, participants take less interest which arise issue for
researcher to collect appropriate information. It is determined that sometimes participant leave
questions unanswered and also give response dishonestly due to which investigator is not able to
draw valid and reliable conclusion.

REFERENCES
Books & Journal
Yeh, S.S., 2020. Tourism recovery strategy against COVID-19 pandemic. Tourism Recreation
Research, pp.1-7.
Prayag, G., 2020. Time for reset? COVID-19 and tourism resilience. Tourism Review
International, 24(2-3), pp.179-184.
Rutynskyi, M. and Kushniruk, H., 2020. The impact of quarantine due to COVID-19 pandemic
on the tourism industry in Lviv (Ukraine). Problems and Perspectives in
Management, 18(2), p.194.
Seraphin, H. and Dosquet, F., 2020. Mountain tourism and second home tourism as post
COVID-19 lockdown placebo?. Worldwide Hospitality and Tourism Themes.
Lu and et. al., 2021. Perceived impact of the Covid-19 crisis on SMEs in different industry
sectors: Evidence from Sichuan, China. International Journal of Disaster Risk
Reduction, 55, p.102085.
Yeh, S.S., 2020. Tourism recovery strategy against COVID-19 pandemic. Tourism Recreation
Research, pp.1-7.
Kim, R.Y., 2020. The impact of COVID-19 on consumers: Preparing for digital sales. IEEE
Engineering Management Review, 48(3), pp.212-218.
Bas, T. and Sivaprasad, S., 2020. The impact of the COVID-19 pandemic crisis on the travel and
tourism sector: UK evidence. Available at SSRN 3623404.
Nazneen, S., Hong, X. and Ud Din, N., 2020. COVID-19 crises and tourist travel risk
perceptions. Available at SSRN 3592321.
Sobaih and et. al., 2021. Responses to COVID-19: The role of performance in the relationship
between small hospitality enterprises’ resilience and sustainable tourism
development. International Journal of Hospitality Management, 94, p.102824.
Dube, K., Nhamo, G. and Chikodzi, D., 2021. COVID-19 pandemic and prospects for recovery
of the global aviation industry. Journal of Air Transport Management, 92, p.102022.
Bas, T. and Sivaprasad, S., 2020. The impact of the COVID-19 pandemic crisis on the travel and
tourism sector: UK evidence. Available at SSRN 3623404.
Yeh, S.S., 2020. Tourism recovery strategy against COVID-19 pandemic. Tourism Recreation
Research, pp.1-7.
Online:
Impact of COVID-19 on hospitality industry, 2020 [online] Available through;
<https://www2.deloitte.com/nl/nl/pages/consumer/articles/impact-of-covid-19-on-the-
hospitality-industry.html>
How the coronavirus impacted on Travel industry, 2020 [online] Available through;
<https://www.searchenginejournal.com/coronavirus-pandemic-impact-travel-industry/
358128/#close>
Challenges in times of Covid-19, 2020 [online] Available through;
https://hospitality.economictimes.indiatimes.com/blog/challenges-in-times-of-covid-19-
owner-driven-hotels-and-independent-chains-face-market-crisis/4159